Browsing Handelshøyskolen BI by Author "Natri, Priska"
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Should consumers participating in co-creation be compensated? A study of customer participation in high- and low- involvement processes
Natri, Priska; Kaliszuk, Bernhard (Master thesis, 2018)This paper examines how and why co-creation leads to satisfaction and purchase intention. An online study portrayed to look like a company asking for help in cocreation manipulated participants to engage in either an ...